Why carmakers need to offer mid-lifecycle custom upgrades
I have always been fascinated by the world of customising, as a vehicle owner and more as a marketer. And besides the few aftermarket players, I feel the Indian automobile manufacturer has not explored, let alone exploited, the sheer power of customisation to improve brand experience and loyalty while generating handsome profits. It’s an obvious win-win, yet not one automaker has made a serious effort. Customisation is not selling accessories. For that, one does not need to be an automaker. Customisation isn’t only cosmetic changes either. For that, one does not need to be a product planner. Your network partner can do a good enough job. Customisation is the art and science of upgrading a stock vehicle into a ‘personal’ space. The urge to personalise can happen right at the time of purchase. However, given that one painstakingly chooses a variant with the features one wants, the number wanting further personalisation will be very few. In fact, most automakers create feature packa...
